A brand is a name or a symbol, which is associated with tangible and emotional attributes to identify the goods or services of one seller in order to differentiate them from those of competitors. A brand designates a product or service as being different from competitors' products and services by signaling certain key values specific to a particular brand. Determining the value of a brand is generally a combination of direct and indirect processes. A direct measurement process is one that arrives at a price based on the communication investment made behind the brand. An indirect measurement will value the brand based on what it can add to the bottom line.
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